I worked at MullenLowe, helping to bring this NHS nursing recruitment campaign - We Are Nurses - to life. Audiences included school-leavers, students considering switching course, people thinking about career changes, and students considering their UCAS Extra options. Content was light, and directed people towards deeper engagement on the NHS careers website.
There were numerous journeys, so a modular approach to content worked best. Each journey introduced readers to the main kinds of nursing, study and courses available, funding options, and career potential. Each step helped optimise the next, and included trigger and reminder emails for non-responders. Click or tap the examples below to see examples aimed at career switchers.
Along with this, I also wrote much of the content describing the newly-created Allied Health Professional roles, and worked with the NHS senior Comms team on developing the 'People Plan', an important cultural document created to remind everyone that the NHS is a supportive, equal opportunities employer.